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A gold-wrapped steak can therefore be used neatly as a dividing line between Us and Them. On September 26, someone he tweeted a receipt showing that someone else had apparently spent $ 2,400 at the restaurant, the Internet fell into disarray, he liked tweets nearly 25,000 (the veracity of the receipt has never been confirmed). Since then, there have been many other Nusr-Et receipts (perhaps-fake-but-nobody-seems-to-care) generated headlines; one showed $ 49,000 bill.
The whole formula for clicking is a winning formula, almost as profitable as a $ 67 cappuccino.
However, Salt Baek does not only offer content for journalists; its whole schtick is to create content for its customers. In recent weeks, if you asked for a steak at Salt Bae’s London restaurant, it would come with a large portion of the man himself, who would throw a huge amount of salt in front of you and hang the strips of meat directly in his mouth. If a customer goes to a Salt Bae restaurant and doesn’t shoot them splitting their steak, is it even split?
“He’s always ready to give a camera show,” says Makiez Arghandewal, a volunteer to resettle 24-year-old refugees in San Francisco, and has been “at least a dozen times” to a restaurant in Istanbul’s Salt Bae. Arghandewal once stayed at the same hotel in Salt Bae and interrupted his gym session to record a video. “He was more than happy,” he explained. “He’s really patient and understands people’s needs for social media content.”
Arghandewal has a TikTok account, @kieeezzy, which has garnered 37,700 followers by posting 31 videos, seven of which feature Salt Bae. Same the most popular video of all—A clip that splits Salt Bae’s (what else to do, but) chop is worth 13.4 million views, and non-Salt Bae videos only generate 600. “Salt Bae certainly attracts crowds,” Arghandewal says. “It’s the gold of social media.”
Arghandewal describes Nusr-Et Istanbul as having a “very modern atmosphere” with “staff who understood that most people were there to take pictures of food.” The second time he visited, he noticed that the waiter was in the bathroom when they took out the first dish, so he took out the second appetizer and assembled and split it in front of him so he could get a video.
The whole thing, therefore, was built with social media in mind, the next natural step restaurants decorated for very networked, where menus are only available via QR code. Salt Baek, who has 39.8 million followers on Instagram and owes international fame to social media, clearly understands the power of the internet (although calling him a guru can be a stretch, saying his latest schtick posts videos of himself)Capuchin”In a long way). This is the man who takes screenshots and shares all the headlines about him in his Instagram Stories, even those that are critical. how much he pays his employees. Salt Baek, it seems, knows that all advertising is good publicity.
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